What is your dark data strategy? If your organization is like most global companies, you don’t have one—and it is an oversight that may be costing you. Here, I will share why leveraging your organization’s dark, or unexamined, data will be essential to keep pace with competitors in the coming years and how the IQVIA NLP Insights Hub can illuminate this data to fuel richer, more valuable analysis and decision making.
“黑暗数据”一词听起来几乎是险恶的，但实际上只是组织中未开发的数据的笼统术语。考虑到数字化爆炸爆炸时，公司突然可用的大量数据势不可挡。大多数组织都专注于仅使用最容易访问和结构化的信息来推动其业务。当时的成功被衡量为迅速提取有用参数以收集见解的能力。betway必威怎么提款但是，与更结构化的数据点一起收集的非结构化信息呢？这些可能包括来自市场研究，医师笔记，网络和数字内容，客户关系管理系统自由文本领域，临床研究报告，出版物等的投入。由于它们当时没有立即有用或易于访问，因此可能被搁置并且从未进行过检查。经过some estimates, between 60 percent and 73 percent of enterprise data is unused for analytics. Is there value in this dark data? According to77％of company leaders, it is a potential goldmine for customer insights that should be an organizational priority.
Going beyond what to get to the why
So if dark data is so valuable and leaders know it, why are the majority of companies not strategizing to tap into it? The answer is that they don’t have the right tools. To use dark data effectively, you need to be able to expose themes and topics across chaotic, inconsistent data, and that’s a cumbersome process if conducted manually. IQVIA’s NLP Insights Hub usesnatural language processing（NLP）为了简化此过程，帮助企业检测复杂数据中的连接以解锁原本会遗漏的模式或见解。betway必威怎么提款NLP Insibetway必威怎么提款ghts Hub可以快速处理Word或其他Office文档，PDF文件或其他非结构化文本格式，以识别和分类跨来源的主题和趋势。
These insights can give organizations a significant boost in a pool of fierce competition by allowing them to move beyond the “what” is happening with customers, stakeholders and patients to understand the nuances that explain “why” behaviors, such as preference changes or market reactions, are occurring. For example, themes extracted from qualitative market research might reveal unresolved safety concerns that have already been addressed but poorly communicated.
The qualitative advantage
A big advantage of the NLP Insights Hub is that the data it captures is dynamic, so you can pull the right insights at the right time for your needs. The NLP Insights Hub uses NLP technology to re-categorize available data depending on the question, without needing the user to re-clean or tag. In this way, it acts as a torch to quickly illuminate the right dark data at the right time, allowing qualitative and quantitative insights to inform each other for rich, useful context. For example, using the NLP Insights Hub you can:
- Glean qualitative insights on how other researchers have approached their study design
- 发现与研究参与者相关的上下文数据点，这些参与者增加了丰富性和观点
- 提高对最初并非最初内置在研究中的新主题和因素的认识，并寻找免费的外部研究以帮助验证新发现
- Unlock insights into groups of respondents to help create the right target groups for engagement
Quantitative data is the cornerstone of modern business, but it will never tell the whole story. The NLP Insights Hub’s ability to unlock qualitative insights from dark data, illuminating not only what happened, but why, is a valuable competitive advantage. If you would like to learn more about the NLP Insights Hub, check out thefact sheet. Or, better yet,get in touchwith us to schedule a demo and see the NLP Insights Hub in action. Our team would love the opportunity to show you what this tool can deliver for your business.